HIDE 'N RIDE

Bronze Spike

Case Film

Presentation Board

TitleHIDE 'N RIDE
ClientHIRAKATA PARK
Product/ServiceAMUSEMENT PARK
CategoryD02. Costs/Creative Performance PR Campaign
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN
Media Agency HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Production Company HAKUHODO PRODUCT'S Tokyo, JAPAN

The Campaign

Objective:Bring people back to “Hirakata Park”, Japan’s oldest amusement park, which had been overwhelmed by competing global giant ,Universal Studio Japan. ChallengeHirakata Park has a limitation in its scale and capital. Strategy: It is quite simple. New attractions will bring more visitors. So, we invented a brand new attractions in little budget. Execution:In summer of 2014, we introduced “HIDE 'N RIDE”, the world first blindfolded ride on existing roller coasters and free falls. Outcome: Though Hirakata Park spent only US$1000 for this campaign, the new attractions generated more than enough publicity. ①The campaign was featured in many TV shows, newspapers, SNS, and the exposure was equal to 6 million dollars in advertisement costs. ②The number of attendance increased by 100,000 from the previous year, and by 160,000 from 2012. ③15,000 pairs of special eye masks $5 each, were sold, and the sales amounted to US$100,000. Because of limitation in budget, we spread the news using PR.

The Brief

To bring people back to long-standing amusement park,”Hirakata Park”. The research showed that youngsters go to an amusement park seeking for thrills.

Results

① The campaign was featured in many TV shows, newspapers, SNS, and exposure was equal to 6 million dollars in advertisement costs. ② The number of attendance increased by 100,000 from the previous year, and by 160,000 from 2012. ③ 15,000 pairs of special eye masks, $5 each, were sold, and the sales amounted to US$100,000.

Execution

In summer of 2014、we introduced “HIDE 'N RIDE, which pumps up heartbeats by 180%, by riding existing roller coasters and free falls with eye masks. We spread the news using PR. As expected, the news generated buzz on SNS, and people kept spreading the words which attracted many visitors. “HIDE 'N RIDE”is still in operation, and keeps attracting visitors.

Total cost for this campaign was only $1000 to produce eye masks. That cost was fully collected with the $100,000 sales of $5 eye masks

The Situation

“Hirakata Park “is Japan’s oldest amusement park. This modest amusement park had been overwhelmed by Universal Studio Japan, and the number of attendance had decreased greatly. Since they had limitation in budget for capital investment and advertising, they could use a good PR campaign.

The Strategy

Youngsters, who are our target audience, crave for new attractions. So we invented a thrilling new attractions without much budget.

Credits

Name Company Position
Tomohiko Kawanishi Hakuhodo Inc. Creative Director
Atsushi Takegami Hakuhodo Inc. Art Director
Taishi Yabushita Astrakan Osaka Designer
Kazuo Miyabayashi Toei CM Producer
Takuya Suwa Toei CM Production Manager
Shinji Asano Hakuhodo Product's Inc. Producer
Tomohiro Inoue Hakuhodo Product's Inc. Production Manager
Fran Miller Hakuhodo Inc. Narrator